The Dynamic Duo: Marketing Automation and Your CRM
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This document discusses how segmentation and dynamic content can improve 1:1 marketing. It provides examples of how to segment lists based on interests, stage in the sales cycle, profile details, and location. Dynamic lists and static lists are introduced as tools to automatically add and remove prospects. The benefits of personalization, like improved click-through and conversion rates, are highlighted. An example shows how dynamic lists and content can automate a referral program. Best practices like testing, data quality, and prioritizing quality over quantity are recommended.
The Dynamic Duo: Marketing Automation and Your CRM
- 1. The Dynamic Duo Hannah Freeman Pardot Client Advocate
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- 3. Hannah Freeman Pardot Client Advocate
- 4. Objectives: The Dynamic Duo Up your 1:1 Marketing with Segmentation and Dynamic Content • Why should I take the time to segment my lists vs. batch and blast? • Why should I bother creating extra content and personalizing my messaging? • How would I implement this into our current and future campaigns?
- 5. Why does personalization matter in B2B messaging? Marketers already finding value • 66% of marketers reported that enhanced targeting and personalization were top benefits of marketing automation. • (State of Marketing Automation 2014) Top Benefit of Marketing Automation Personalization and Enhanced Targeting Other Response
- 6. Why does personalization matter in B2B messaging? • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group) • Businesses who are personalizing web experiences are seeing a 19% increase in sales. (eConsultancy) • Relevant emails drive 18x more revenue than broadcast emails. (Juniper Research) 1 18 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Revenue Driven from Email Marketing by x No personalization Personalization
- 7. Personalization – Where to get started What does this look like for your company? • Interests or needs • Stage in Sales Cycle • Profile • Location
- 8. An Intro to Segmentation • Sort, organize, and classify based on common characteristics • Ditch batch and blast • Get personal with your content • Track campaign metrics more accurately • Improve open and click-thru rates
- 9. A few questions to get started with segmentation • What does our target market look like? • How do we currently segment our master list (if at all)? • Which subset of our total market are our campaigns targeting? • How does this campaign fit into our sales cycle?
- 10. How can Pardot help you do this? What tools are available? • Dynamic Lists • Static Lists • Profiles • Tags • CRM Visible Lists in Salesforce
- 11. Dynamic Lists - Overview When should I use them? • Objective: I want prospects automatically pushed off the list when they no longer match the criteria
- 12. Static Lists - Overview When should I use them? • Objective: I want prospects automatically added to a list, but I also want to be able to manually add a few prospects and remove them from the list
- 13. Segmentation in Action – Real Use Case Dynamic lists to automatically segment prospects by trial status • Company Profile: SMB, San Francisco, CA – Webgility makes accounting easier for small businesses through automation. Their SaaS solutions have helped thousands of SMBs streamline their operations and automate their accounting, saving them time and money. • Marketing Campaign: 15-Day Free Trial Program – Dynamic List Use Case: • Automatically pull people onto the correct email lists based on where prospects are in their trial (active, abandoned, expired). • Use these dynamic lists to send their prospects targeted communication to push them along the sales cycle • Upsell additional services and plan add-ons to paid customers
- 14. Segmentation in Action – Real Use Case Dynamic lists to automatically segment prospects by trial status • Next Steps: – Further segment based on communication type that interests prospect (newsletters, webinars, sales and promotions, etc.) – Create additional dynamic lists based on customer health data from Salesforce • Value from Dynamic Lists and Segmentation: – Target abandoned (signed up for trial but never logged in) trials and expired trials with promotional campaigns and information about new features – Use Salesforce opportunity fields to create highly segmented lists to send customers highly relevant communication – Send focused communication in a timely manner based on customer behavior
- 15. An Intro to Dynamic Content • Create highly personalized experiences • Make conversion points more enticing • Make content more engaging • Only display relevant content • Leave your prospects feeling valued
- 16. A few questions to get started with dynamic content • What do I know about my different prospects? • How do my prospects’ needs and interests vary? • What content would resonate most to this prospect? • Where are they in the sales cycle?
- 17. How can I do this with Pardot? What tools are available to me? • Variable Tags • Advanced Dynamic Content • Personalization Blocks
- 18. Variable Tags - Overview When should I use this feature? • Objective: I want to personalize the text of my email or landing page with auto-populated fields • Benefit: Personalizing a message with variable tags helps prospects feel valued and fosters the business relationship
- 19. Advanced Dynamic Content - Overview When should I use this feature? • Objective: I’m implementing a targeted marketing campaign and I want to vary a block of content in an email, landing page, or website based on a field value we have captured in the prospect record. • Benefit: Use dynamic content to further personalize a segmented email list
- 20. Dynamic Content + Segmentation in Action – Real Use Case Dynamic content + dynamic lists help automate referral program • Company Profile: A technology provider, MM, headquartered in Oakland, CA • Marketing Campaign: Referral Program – Dynamic content and dynamic list use case: • Create one email template that displays how many referrals the client has left (3, 2, 1, or none) • Dynamically move customers to a new list based on the number of referrals they’ve given • When the client moves to the next list, the email template is automatically triggered to be sent • The client automatically receives confirmation of how many referrals they have left to provide before achieving their goal
- 21. Segmentation + Dynamic Content – Getting Started What tools do I have available to gather this information? • Progressive Profiling • Gated Content • Activity and Engagement Tracking • Data.com integration • Social Profile Lookups
- 22. Segmentation + Dynamic Content – Best Practices A few helpful tips • Always be testing • Clean data is good data • Quality trumps quantity
- 23. Segmentation + Dynamic Content Summary • Business is personal – and campaigns should reflect this • Personalized, targeted messages have been proven to be more engaging to prospects and drive more conversions and revenue for companies • Segmentation + Dynamic content is a way to automate these personalized messages, sending the right content to the right people, while saving you time
- 24. Group Discussion An opportunity to learn from your peers
- 25. Application Questions for Discussion • What email campaign does your team have coming up? • Who is the campaign targeting? How can you segment your database to accurately target this group? – Would a static or dynamic list work better? – What common characteristics can you segment by? • What parts of your campaign can you personalize? – Where can you use variable tags effectively? – Where can you use dynamic content to further target the prospects on your list? (ex. Content provided, call to action)